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40 Days of Dhoom!

A KANALYTICS Case Study

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vufWmH30vAOoiM&tbnid=TZzmEg3NI9eElM:&ved=0CAUQjRw&url=http://www.heyzap.com/game/eNCPByqb-dhoom-3-the-game&ei=e8TYUtG9IcGHrQf5z4HwBA&psig=AFQjCNHvb106h2CS-QhDHBsjhx3pp15B5Q&ust=1390024177044567

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vufWmH30vAOoiM&tbnid=TZzmEg3NI9eElM:&ved=0CAUQjRw&url=http://www.heyzap.com/game/eNCPByqb-dhoom-3-the-game&ei=e8TYUtG9IcGHrQf5z4HwBA&psig=AFQjCNHvb106h2CS-QhDHBsjhx3pp15B5Q&ust=1390024177044567

http://www.google.co.in/url?sa=i&source=images&cd=&cad=rja&docid=09U0mq1YB8hM3M&tbnid=n015p743KltzhM&ved=0CAgQjRw&url=http://wallpaperhdfree.com/dhoom-3-bollywood-action-thriller-movie-wallpapers/hd-dhoom-3-hd-poster-wallpaper/&ei=RLbYUumiG4flrAfw84HQBg&psig=AFQjCNHSx35ahw05auCO7jWD4tOV4d7Y-A&ust=1390020548551999


Details

• Time frame covered– November 15th to Dec 25th, 2013

• Coverage– Print : English & Vernacular Top 30 Metros

– TV : Key Bollywood Channels : Zoom & UTV Stars

– Online : All Indian News Websites

– Social Media : All key Social media & Blogging platforms


Oct 25th, DhoomGame Launch

Aug’13 First Sneak Peak

Oct 30th Dhoom 3 Trailer

Nov 15th Song Launch

Nov 19th Game launch from Robosoft,

Merchandise launch

Nov 27th Malang Song Release

Dec 19th Special Screening

Dec 20th Movie Launch

Continuous activities around the movie executed in the

last 40 days

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&docid=fdTim0H-3rwBDM&tbnid=hchs-3PcZ6v8RM:&ved=0CAUQjRw&url=http://www.koimoi.com/bollywood-popular/dhoom-3-game-poster-out-check-out-aamir-abhishek-udays-animated-avatar/&ei=vLPYUuGiKImyrge-_4EI&bvm=bv.59568121,d.bmk&psig=AFQjCNEujXRLi6bbSGwWdC7NrggUMqB2Dw&ust=1390019886981468

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=KnSJSBouPraGpM&tbnid=3bBEHmM8Z5ucCM:&ved=0CAUQjRw&url=http://www.youtube.com/watch?v=srMFb6zpx2Y&ei=27XYUrvJKcHSrQf4_YH4Cw&bvm=bv.59568121,d.bmk&psig=AFQjCNEZg8n028Oi1uBSlKZqjv1XT_i8lQ&ust=1390020437657677



No. of Article: 455 Total Word count: 57364 Coverage Score: 69163

Dhoom 3 Overall Performance

- Key Indices

No. of Articles: 169

Visibility Score: 664

Coverage Score: 26967

BMI: 143 Million

No. of Clips: 139 Total Seconds: 21799 Coverage Score: 42976

No. of posts: 83381 Coverage Score: 138963


Summary of findings

• Dhoom 3 is an excellent example of high decibel marketing leveraging mediaaggressively

• Aamir Khan took over and led the entire pre launch campaign but carriedKatrina along to ensure the movie generates more wider appeal.

• The continuous and well timed activities planned around the movie, ensuredcontinuous media presence and interest as different pegs were fed at eachinteraction.

• Despite the heavy promotions at no point, pre launch do we find any mediafatigue indicating their strategy worked well.,

• Very little about the storyline or plot was revealed and while it worked forAamir, his co-stars Abhisekh and Uday got left out of relevant coverage pre-launch.


Summary of findings

Overall, indicative from the tremendous financial performance of Dhoom 3, it is evident that the promotion strategy worked very well for the franchise.

• Brand associations enabled more promotion activities but generated limitedmedia buzz for the brands themselves.

• Delhi and Mumbai dominated coverage on print.

• Regional coverage despite launch in Tamil & Telegu was subdued – possibly aresult of limited promotions in these markets by the artists.

• The film coverage remained predominantly positive post launch, thoughspecific publications had contrarian views of the film as compared to others.TV and Internet coverage remained positively inclined towards the movie postrelease.

• Post launch, Aamir stepped back from media interactions avoiding anynegative coverage though Abhisekh ended up speaking more to media.


Potential improvement areas for future releases

• Limited coverage on the artists roles in the movie. This being a key aspect ofgenerating interest could have been better.

• Despite multiple brand associations, these did not get as much mileage for themovie or the brands involved. Only the Merchandise and Game partnershipsproved valuable in generating positive coverage.

• Overall coverage for Dhoom 3 emanated from planned movie activities.Opportunities to create more viral buzz through offline or online stunts were notleveraged. Potentially could have been more cost efficient.

• Combining of events like Merchandise and Game launch lead to diffusedcoverage of the latter. The Game which had great popularity online, could havebeen launched separately to get a deserved share of media buzz.


KANALYTICS

National Newspapers

Regional Newspapers


Dhoom 3 Print Performance

- Key Indices

Dhoom 3 managed very high print coverage resulting in very healthy

brand impressions in Print.

Overall Coverage Score was high indicating predominantly positive coverage

Unit: BMI Medium: Print Period: Nov 15th to Dec 25th

No. of Articles: 169

Visibility Score: 664

Coverage Score: 26967

BMI: 143 Million


Dhoom 3 Print Impressions

- Trend Analysis

Almost continuous presence for the movie in the last 40 days though significant

coverage came out of key activities planned

-2

0

2

4

6

8

10

12

14

16

18

15

-11

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18

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26

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29

-11

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30

-11

-13

04

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06

-12

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07

-12

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08

-12

-13

11

-12

-13

12

-12

-13

13

-12

-13

14

-12

-13

15

-12

-13

16

-12

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17

-12

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18

-12

-13

19

-12

-13

20

-12

-13

21

-12

-13

22

-12

-13

23

-12

-13

24

-12

-13

Mill

ion

s


Music Release

Amir Tap Dance


Music Release DhoomMerchandise

Amir Tap Dance

Theater Owners

reaction to ticket prices

Katrina KaifInterview

Amir’s Coffee with Karan

Dhoom 3 Review

AamirInterview


0

10

20

30

40

50

60

70

80

Merchandise Trailer Dhoom Macha Le

Game Malang Special Screeing

Mill

ion

s

Dhoom 3 Print Impressions

- What worked

Merchandise launch and trailer launch received substantial BMI over the period

In Print Malang and Special Screening received low BMI



Positive72%

Neutral25%

Negative

3% 9419

1077 14633601

309 20328 189 315

Pre Release Date Post

Positive Neutral Negative

Coverage Score

- Quality of coverage received

Dhoom 3 managed predominantly positive coverage in print.

Positive anticipation evident from the high pre release positive coverage.

Only post release do we see appearance of negative print coverage



Negative Coverage

Dhoom 3 received maximum negative buzz after movie release. Deccan

Chronicle and Indian Express accounted for maximum negative press

0

50

100

150

200

250

Theater Owner

controversy

Dhoom 3 negative reviews


Mumbai54%Hyderaba

d28%

New Delhi18%

Bengaluru

0%

Suparna Sharma-DC

31%

Sankhayan Ghosh-IE

22%

Johnson Thomas-FPJ

18%

Nandini Krishnan-S Guardian

14%

Shubhra Gupta-IE

10%

Sarita A Tanwar-

DNA4%

Arkadev Ghoshal- D

Herald1%

Indian Express29%

Deccan Chronicle

28%

Free Press Journal

16%

The Sunday Guardian

12%

HT Cafe6%

Navbharat Times

5%

Daily News Analysis

4%

Deccan Herald0%


Negative Pegs Journalist Publication Ratings

Scripts Suparna Sharma Deccan Chronical 1and a half stars

Scripts & Screen Play Arkadev Ghoshal Deccan Chronical 3 stars

Story Vishal thakur Hindustan 2 and a half stars

Story & Amir Anupama Chopra HT 3 Star

Characters/ Stunt choreography/

Tiresome(Long hours) Johsnon thomas FPJ

Franchise fatigue/ Lack of imagination/

Hollywood inspired Shubhra gupta Indian Express 2 stars

Hollywood Inspired, Pace of the film,

nothing original, Soundtrack reminded of

the TATA Docomo tune. Nandini krishnan The Sunday Guardian half star

Casting Ravi bule Amar Ujala

Music Sankhayan Ghosh Indian Express

Amir Sarita A Tanwar DNA 4 Star

Reasons for Negative Coverage

Reviews generated maximum negative stories with the script/story

getting the larger share of negative comments



Geographical Analysis


Geographical analysis of coverage

Expectedly HSM garnered maximum coverage for Dhoom 3, though Delhi far outstripped Mumbai.

East coverage was low and the south as well despite the release in local languages.

0

20

40

60

80

100

120

North West South East

Mill

ion

s

New Delhi67%

Maharashtra

25%

Andhra Pradesh

4%

Tamil Nadu2%

Karnataka1%

Gujarat1%

West Bengal

0%



-50% 0% 50% 100%

New Delhi

Maharashtra

Andhra Pradesh

Tamil Nadu

Karnataka

Gujarat

West Bengal

Assam

Meghalaya

Madhya Pradesh


Artist being covered Other

Amir, Katrina, Abhishek Box Office Collection

Abhishek, Katrina, Amir

Abhishek, Aamir

Amir, Katrina, Uday, Abhishek Box Office Collection

Amir, Katrina, Abhishek Reviews: Movie, Trailer

Amir Reviews: Movie, Trailer

Amir, Katrina, Uday, Abhishek Song Release

Amir, Katrina, Uday, Abhishek Reviews: Movie, Trailer

Amir, Katrina, Abhishek, Uday Music Launch, Merchandise launch

Amir, Katrina, Abhishek, Uday Release, Launch

Geography analysis of coverage

Though Amir covered maximum visibility for Dhoom 3, but in East zone it was Abhishek Bachchan



Publication & Journalist

Analysis


Hindustan Times59%

Navbharat Times7%

The Times of India7%

Free Press Journal7%

Punjab Kesari5%

Deccan Chronicle4%

Mid Day4%

DNA3%

Business Standard

2%The Hindu

2%

Publication Analysis

Hindustan Times34%

Navbharat Times12%

Free Press Journal

10%

Millennium Post8%

Daily News Analysis

7%

The Asian Age7%

Asian Age6%

Business Standard

6%

Deccan Chronicle5%

Mid Day5%

KINDEX

VISIBILITY SHARE

46 diff publications covered Dhoom3

Only 9 had give negative visibility to Dhoom3

HT Covered delivered the maximum coverage

Medium: Print, Period: Nov 15th to Dec 25th


729700

27

220 17396

204 170 117120

97 62126

11430

83

0

020

0

00

0 154

148

28

03

2775

1098

880

509 535523

393 412 394 680

214

349277

172

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Neutral Negative Positive

Almost 46 different publication had covered Dhoom 3 coverage

Publication detail

Unit: Sq. cm Medium: Print Period: Nov 15th to Dec 25th


540256

27

286

45117 82

141

36

129 89 115

048 60

0

0

0

0

106 0 0

0

0

00

0148

0 0

9881008

800

472 320 332 294228

318

199 207 171112

207 189

Neutral Negative Positive

Almost 35 different journalists covered Dhoom 3

Journalist detail

Journalist PublicationNo. of Days Dhoom 3

covered

Lipika Varma FPJ,As Age 5

Dibyojyoti Baksi HT 4

Joginder Tuteja As Age 4

Reena Kapoor As Age, DC 4

Shalvi Mangaokar HT 4

Journalist Loyalty

Unit: Sq. cm Medium: Print Period: Nov 15th to Dec 25th


Content Analysis


253

75

49 47 38 27 26 18 12 11 8 5 4 1 0 00

50

100

150

200

250

300M

illio

ns

The artists – specifically Aamir Khan, accounted for maximum coverage.

This was followed by specific initiatives like Merchandise launch, Trailer

launch etc

Content Analysis



Aamir Khan coverage details

166 Article

3 Interviews

91 Photos

9 Front Page

29 Days

Marketing Genius

Mr. Perfectionist

Tap dance41%

Katrina Kaif15%

Marketing14%

Family10%

Promotions

6%

Salman Khan4%

Special screening

3% Director3%

Collection2%

Character/Role2%

Top 10 Pegs Coverage Details


Aamir dominated coverage for Dhoom 3. Amongst his content pegs, coverage predominantly focused on the Tap dance, Katrina and then on activities like

Merchandise launch. We find lesser coverage on his character or role.

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=gdc713jjCarKSM&tbnid=hUcL4KedKfcBzM:&ved=0CAUQjRw&url=http://mohulghosh.com/movies/dhoom-3-review-hats-off-to-aamir-carries-forward-a-weak-script-with-amazing-performance&ei=777YUtGHLsrXrQfm_YHQBA&psig=AFQjCNFw1yV7zT7cDktmPoCVr2zwaq2K8g&ust=1390020510738086


72 Article

3 Interviews

45 Photo

6 Front Page

29 Days

Barbie doll

Katrina Kaif coverage details

Aamir Khan50%

3 khans 30%

Character/Role

20%

Dhoom machale dhoom

0%Collection0%

Personal Life0%

stunts0%

Trailer0%

Training0%

Promotion0%

Top 10 Pegs


Katrina’s coverage was dominated by comments on her co-star and comparisons with the other KHANs. However we also find healthy coverage of her role in the movie.


82 Article

2 Interviews

46 Photo

5 Front Page

17 Days

Junior B

Abhishek Bachchan coverage details

Family45%

movie45%

Character/Role5%

Career2%

Real Hero2%

Stunts1%

Uday Chopra0%

Post release celebration

0%

Collection0%

aditya chopra

0%

Top 10 PegsCoverage Details


Abhisekh’s coverage revolved around the movie but an equal amount was about his family as well. Very little coverage on his role and other dimensions of the movie


Aamir generated maximum BMI during Pre and release date, Post it was Abhishek Bachchan

Content Analysis Trend

-20%

0%

20%

40%

60%

80%

100%


Pre- Actors: Amir on Katrina, Tap Dance

Katrina on Title Track, Merchandise

- Distribution: Film Release in Pakistan, 4 Film Package, IMAX

Marketing: Events (song launch, Merchandises Launch)

Box Office: IMAX format, Ticket price

- Speculation: Collection, Ticket Price

- Comments from Salman Khan in Big Boss

-Production house: License deal by YRF, Cast & Crew detail

Release Date

- Actor: Special Screening Amir, Interview of Abhishek, Uday, Katrina

- Marketing: yrfstore.com for merchandise

- Ticket price: Imax

- Review: Pre Movie release review

Post- Actors: Abhishesk, Amir, Katrina

- Collection: Records, First day, Weekend

- Review: Actors review was pretty balance. Story line received maximum negative BMI



Brand Associations

Mattel23%

Pepsi22%

Google21%

Apple21%

Collectors6%

ICE X6%

yrfstore1%

Associations with Mattel, Pepsi, Google and Apple received the maximum coverage.

Despite many more brand associations, coverage generated for these was minimal.



Interview


KANALYTICS

Zoom TV & UTV Stars


Dhoom 3 TV Performance

- Key Indices

No. of Clips: 139 Total Seconds: 21799 Coverage Score: 42976


Trend Analysis

Coverage was largely activity based. On TV coverage was significantly skewed to 10 days pre release

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

Unit: Coverage Score Medium: TV Period: Nov 15th to Dec 25th

DhoomMerchandise

Dhoom DayDilip Kumar B’Day

Aamir’ InterviewAamir Khan Hai Style Stunts

Abhishekh, Uday Interview

Aditya Chopra PartyAamir on Radio


2048

1444

948

340198

440

500

1000

1500

2000

2500

Malang Merchandise Dhoom Macha Le

Kamli Games Special Screeing

Impact of Score

Songs received substantial coverage over the period. Malang garnered much more coverage on TV than print



Positive99%

Neutral0%

Negative1%

11264

1807

8688

0 0 018 0 253



Coverage Quality

All the Star appearances on TV delivered high

positive coverage.

TV was almost completely positive about

Dhoom 3. Very little negative coverage

received.



Negative buzz

Dhoom 3 Review

93%

Special Screening

7%

Website

News Pegs

050

100150200250300

12-11-13 12-12-13 12-13-13 12-14-13 12-15-13 12-16-13 12-17-13 12-18-13 12-19-13 12-20-13 12-21-13

Aamir was unhappy about screening Review: Music was Bad

Only UTV Stars drove the Negative Coverage



Anchor Review Channel Program Points

Manish Dubey

Unconvincing tap dance, Entry of Abhishek and uday chopra, Story was good, music was bad and

uninteresting, Only Aamir did justice to acting and no other actor proved to be good. Dialouges lacked punch. Film seemed more like Aamir Khan's Image extension. Aamir Khan's film and not abhishek or uday chopra's

Utv stars Whats this Friday 2 stars

Negative buzz


Channel & Journalist

Analysis


UTVSTARS84%

ZOOM16%

Channel Analysis

Take out UTV Stars had contribute maximum

coverage to Dhoom3

Total 16 different shows had covered Dhoom 3



Channel Analysis

Only UTV starts had contributed negative coverage for Dhoom 3

18359

3400

0 0271 0

UTVSTARS ZOOM

Postive Neutral Negative



Shows ChannelCoverage

scoreWhat's this Friday (wtf) UTVSTARS 9044

Stars @ 1 UTVSTARS 6872

50 Shots UTVSTARS 6250

Just Khan UTVSTARS 5516

Planet Bollywood News ZOOM 5314

Stars @ 10 UTVSTARS 4252

Box Office Live UTVSTARS 3450

Bollywood Breathless ZOOM 594

Btonite ZOOM 550

Bolly Nomics UTVSTARS 304

Perfect 10 UTVSTARS 270

Simi Snap ZOOM 202

Baatien Ankahi UTVSTARS 144

The Zoom Review Show ZOOM 94

Rapid 10 UTVSTARS 74

Your Likes ZOOM 46

Channel Analysis

UTV Star’s shows garnered maximum coverage score for Dhoom 3



Only two critics had contributed for Dhoom 3

Critic detail

Anchor Review Channel Program

Manish Dubey

Unconvincing tap dance, Entry of Abhishek and uday chopra, Story was good, music was bad and uninteresting, Only Aamir did justice to acting

and no other actor proved to be good. Dialouges lacked punch. Film seemed more like Aamir Khan's Image extension. Aamir Khan's film

and not abhishek or uday chopra's

Utv stars Whats this Friday 2 stars

Omar qureshi

Aamir Khan and Katrina kaif pairing looks good. Katrina's role too short. Abhishek and Aamir's chemistry looks good. Production and story

good. But focus is only on Aamir Khan and other characters lack depth. Music sounds good. Director has done a great job. All songs are good. Dhoom 3 title track electrifying. Out and out Aamir Khan show, full of

entertainment. Story is interesting. Action scenes are good but one just feels action scenes could have been made believable

ZoomThe zoom review

show4 stars



Content Analysis


0

2000

4000

6000

8000

10000

12000

Making of movies drove YRF as key trigger for Dhoom 3

Content Analysis



Aamir Khan: maximum talking points

23 Article

1 Interviews

11 Days

Mr. Perfectionist

Aamir Khan (Interview)

35%

Smoking34%

Junk Food11%

Hair style7%

Malang4%

Stunt3%

Tap Dance3%

Katrina kaif2%

Special Screeing

1% illness0%

Top 10 Pegs Details

Take out Aamir khan created maximum pegs for movie

Way forward Character based story needs to be pushed



17 Article

10 Days

DhoomGal

Katrina Kaif: Relation with Ranvir Kapoor and Salman Khan was the high point

Marrige76%

aamir khan16%

Dubai5%

Movie3%

Top 10 Pegs Details



12 Article

1 Interviews

6 Days

Junior B

Abhishek Bachchan: Controversies, Personal Comments

Abhishek Bachchan

(Interview)58%

Uday Chopra

31%

aamir khan9% Movie

2%

Top 10 Pegs Details



-20%0%

20%40%60%80%

100%


Pre- YRF: Making of Dhoom 3, Intro of Dhoom Team

- Actors: Abhishekh Bachchan & AamirKhan’s Interview

- Events: Merchandise Launch, songs launch, Game Launch

- Song: Malang making, Tap Dance, Dhoom Macha Le Arabic Version

- Comments: Gulshan Grover comments

Others: Special Screening, collection predictions, Radio Station Promotion

Release DateReview: Songs, Star Cast, Story line, Balanced Reviews, Compare with current movies

Actor: Aamir Khan Comments on Movie

Collection: Ticket Prices

Others: Special Screening

Post

Reviews: no negative review post release

Actos: Katrina Kaif comments, Abhishekh Bachchan Commnets,

Collection: Overall Collections, Ticket Prices

Content AnalysisOverall Post release activity was very less



KANALYTICS

All Indian & Foreign News Websites

• National: In.com, Hindustan Times, The Times of India, DainikJagran etc

All General Informative Websites

• National: Sify, Indiatimes, Rediff, firstpost etc


Oct 25th, DhoomGame Launch

Aug’13 First Sneak Peak

Oct 30th Dhoom 3 Trailer

Nov 15th Song Launch

Nov 19th Game launch from Robosoft,

Merchandise launch

Nov 27th Malang Song Release

Dec 19th Special Screening

Dec 20th Movie Launch

Continuous activities around the movie executed in the last 40 days

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&docid=fdTim0H-3rwBDM&tbnid=hchs-3PcZ6v8RM:&ved=0CAUQjRw&url=http://www.koimoi.com/bollywood-popular/dhoom-3-game-poster-out-check-out-aamir-abhishek-udays-animated-avatar/&ei=vLPYUuGiKImyrge-_4EI&bvm=bv.59568121,d.bmk&psig=AFQjCNEujXRLi6bbSGwWdC7NrggUMqB2Dw&ust=1390019886981468




No. of Article: 455 Total Word count: 57364 Coverage Score: 69163

Dhoom 3 Web News Performance

- Key Indices


Trend Analysis

Coverage was largely activity based: Music Launch, Promotion and release

0

2000

4000

6000

8000

10000

12000

15

-11

-13

16

-11

-13

17

-11

-13

18

-11

-13

20

-11

-13

22

-11

-13

23

-11

-13

24

-11

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25

-11

-13

03

-12

-13

04

-12

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05

-12

-13

06

-12

-13

07

-12

-13

08

-12

-13

10

-12

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11

-12

-13

12

-12

-13

13

-12

-13

14

-12

-13

15

-12

-13

16

-12

-13

17

-12

-13

18

-12

-13

19

-12

-13

20

-12

-13

21

-12

-13

22

-12

-13

23

-12

-13

24

-12

-13

Unit: Coverage Scoew Medium: Internet (Web News) Period: Nov 15th to Dec 25th

SongRelease

DhoomMerchandise Tap Dance

Special Screening

Dhoom 3 ReviewKamliSalman Khan

Collections

Dhoom Day


0

500

1000

1500

2000

2500

Dhoom Macha Le

Special Screening

Trailer Merchandise Kamli Malang Games

Impact of Coverage Score

Songs received most coverage over the promotions.

In terms of overall coverage it ranked #2, but due to negative coverage overall

score went down for Malang

Unit: Coverage Score Medium: Internet (Web News) Period: Nov 15th to Dec 25th


Positive25%

Neutral72%

Negative

3%

68902113

5430

29331

6526 5606878 590 0



Coverage Quality

•FIR Against Sufi song, Review, Conflictwith Abhishekh Bachchan drovenegative coverage

•Dhoom 3 Review received mixedresponse from critics, though littlenegative critique.



Hindustan Times31%

Daily Bhaskar

30%

Oneindia19%

India Today13%

Indian Express

4%

Rediff Realtime

News1%

Edit Hot1% NDTV

0%

PardaPhash

1%

Negative buzz

Review40%

Malang28%

Abhishek Bachchan

26%

Dhoom Macha Le

5%

Collection0%

Tap Dance1%

Website News Pegs

0

200

400

600

800

10-12-13 11-12-13 12-12-13 13-12-13 14-12-13 15-12-13 16-12-13 17-12-13 18-12-13 19-12-13 20-12-13

Case against Malang Song

Katrina Kaif Dressing, Abhishek Bachchanwas not haapy

Reviews



Websites & Journalist

Analysis


Indian Express

20%

Hindustan Times19%

Daily Bhaskar

18%

Times of India13%

India Today12%

NDTV8%

Jagran Post4%

Glamsham4%

Yahoo! News

1%

The Hindu1%


Indian Exprss had contributed maximum coverage score for Dhoom 3 Hindustan Times had covered maximum days – 24 days

Almost 40 different websites had covered Dhoom 3



3243 2425 18141820 1541 1099 582

221

481

173

57346659 8364

4186 4153 2494 15541790

0

444

0%10%20%30%40%50%60%70%80%90%

100%



9 websites had contributed negative coverage to Dhoom 3, 22 had contributed positive coverage

Unit: No. of Article Medium: Internet (Web News) Period: Nov 15th to Dec 25th


22

645354

640

12152

0

550

0 0

173

0 0

171

0 0 0

291204

0

1404

621694

399

787575

725

31

547 427

221

361 320

144

314 311 295

066

256

0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0


Almost 55 different journalists had covered Dhoom 3 coverage

Journalist detail

Journalist No. of Days

Shalvi Mangaokar - HT 6

Divya Goyal - IE 6

Sunitra Pacheco - IE 6

Manisha Mandal - D Bhaskar 4

Rachna Sheth - Glamsham 3

Vaibhavi V Risbood - ToI 3

Journalist Loyalty



Content Analysis


18882

103208373

646960134325

256323142256210114141087923 835 561 464 178 850

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

Amir Khan accounted for maximum online coverage for Dhoom 3

Content Analysis



Aamir Khan: maximum talking points

314 Article

7 Interviews

115 Photo

593 Headlines

29 Days

Marketing Genius

Mr. Perfectionist

Salman Khan18%

Collection16%

Katrina Kaif14%

Dhoom 3 Star Cast

11%

Marketing10%

Tap Dance8%

Special Screening

6%

Family6%

jackie shroff

6%

Character/Role5%

Top 10 Pegs Details



72 Article

6 Interviews

45 Photo

309 Front Page

29 Days

Barbie doll

Dhoom Gal

Katrina Kaif: More focused on Movie

Aamir Khan31%

Salman Khan14%

Character/Role14%

Dhoom Macha Le

12%

Merchandise8%

career graph

7%

malang song 6%

Ajmer Sharif Visit

4%

dhoom 3 trailer launch

2%

wardrobe malfunctio

n2%

Top 10 PegsDetails

Take out Katrina Kaif largely commented on movie

Way forward More messaging could deliver through Katrina since she was

more focused on movie theme



113 Article

3 Interviews

39 Photo

155 Front Page

20 Days

Junior B

Abhishek Bachchan: Controversies, Personal Comments

Sequal39%

Aamir Khan16%

Career graph12%

Character/Role9%

Family7%

Dhoom 3 Star Cast

6%

Uday chopra

4%

Kareena kapoor

3%

Hritik roshan

2% Story Line2%

Top 10 Pegs Details



0%

20%

40%

60%

80%

100%


Pre

- Actors: Amir Khan & Katrina Kaif on Merchandise and Music Launch, relation with Salman, Abhishekh BachchanConflicts

- Speculation: Box office collections, Ticket prices

- Song: Malang court case, Music Launch

- Marketing: BMW Show, Malaysian Airlines, South Language version

- Events: Merchandise launch, Song Launch, Special Screening, Movie Launch

- Others: Tap Danse, Katrina Malfunction, Dhoom3 cast and crew,

Release DateReview: Cast and crew introduction, Balanced Reviews, Compare with current movies

Events: Special Screening

Ticket Price: Pakistan Ticket price issue

Others: Katrina’s Ajmer Sharif Visit

Actor: Jaikie Shroff, Katrina Kaif, Amir Khan

Post

Others: Collections, Superbikes, AmulAdvertement

Reviews: no negative review post release

Actos: Amir khan on family, Abhishek’ Career Garph, Katrina’ Malang Song

Content Analysis

Post release actors story was very less


Merchandise and Game: Internet

Steelbird39%

Mattel24%

Apple store13%

Google Play12%

Microsoft

12%

Steel Bird received maximum pegs followed by Mattel online.



Interview


KANALYTICS

Social Media

• Twitter, Facebook, Youtube, Google +

Blogs

• Wordpress, Blogger.com etc


No. of posts: 83381 Coverage Score: 138963

Social Media Performance

- Key Indices

Unit: Coverage Score Medium: Social Media Period: Nov 15th to Dec 25th


Trend AnalysisCoverage was largely activity based: Music Launch, Promotion and release

0

2000

4000

6000

8000

10000

12000

14000

15

-11

-13

16

-11

-13

17

-11

-13

18

-11

-13

19

-11

-13

20

-11

-13

21

-11

-13

22

-11

-13

23

-11

-13

24

-11

-13

25

-11

-13

26

-11

-13

27

-11

-13

28

-11

-13

29

-11

-13

30

-11

-13

01

-12

-13

02

-12

-13

03

-12

-13

04

-12

-13

05

-12

-13

06

-12

-13

07

-12

-13

08

-12

-13

09

-12

-13

10

-12

-13

11

-12

-13

12

-12

-13

13

-12

-13

14

-12

-13

15

-12

-13

16

-12

-13

17

-12

-13

18

-12

-13

19

-12

-13

20

-12

-13

21

-12

-13

22

-12

-13

23

-12

-13

24

-12

-13

25

-12

-13

SongRelease

DhoomMerchandise

Malang

Dhoom 3 Review

Kamli

Ticket Prices, Distribution

Dhoom Day



6730

4146

29512477

22301879

1251

580297 154

0

1000

2000

3000

4000

5000

6000

7000

8000

Impact of Score

Songs received substantial coverage over the period



Negative buzzHindustan Times covered maximum negative coverage for Dhoom 3

Review89%

YRF4%

Aamir Khan3%

Katrina Kaif1%

Abhishek Bachchan

1%

Audio Launch

1% Dhoom Macha Le

1%

Website

News Pegs

0

200

400

600

800

1000

1200

15

-11

-…

16

-11

-…

17

-11

-…

18

-11

-…

19

-11

-…

20

-11

-…

21

-11

-…

22

-11

-…

23

-11

-…

24

-11

-…

25

-11

-…

26

-11

-…

27

-11

-…

28

-11

-…

29

-11

-…

30

-11

-…

01

-12

-…

02

-12

-…

03

-12

-…

04

-12

-…

05

-12

-…

06

-12

-…

07

-12

-…

08

-12

-…

09

-12

-…

10

-12

-…

11

-12

-…

12

-12

-…

13

-12

-…

14

-12

-…

15

-12

-…

16

-12

-…

17

-12

-…

18

-12

-…

19

-12

-…

20

-12

-…

21

-12

-…

22

-12

-…

23

-12

-…

24

-12

-…

25

-12

-…

Title song disappoint

Reviews

Platform Articles

Twitter 3614

WordPress 4

vBulletin 2

Blogger 2

Facebook 1

YouTube 1

IMDB 1

MyBB 1

Contributor Articles

300Cr Dhoom3 74

assmasala 61

karan120490 29

bacmarcz 25

KamaalkhanKRK 23

kingptd 20

IN_Deals 18

shubh2000 15

king_sadashiva 15

BesaleekA 12

Contributor

Worst music



Positive80%

Neutral16%

Negative4%

35018

8816

22632

3799 3489 5999423 1025 2180

Pre Release Day Post


Coverage Quality

Post release Dhoom 3 garnered maximum negative opinions

Dhoom 3 reviews covered maximum negative visibility

Release day received maximum negative coverage for movie



Platform Analysis


Twitter97%

WordPress2%

Blogger1%

Facebook0%

vBulletin0%

YouTube0%

Dailymotion0%

sbdbforums.com0%

XciteFun.net

0%

Google+0%

Website Analysis

Take out Twitter received maximum visibility

Way forward Exclusive blogs could help to increase

the visibility

Almost 40 different websites had covered Dhoom 3 coverage



639771215 460 304

144

68 26

12 108

12897167 67 24

72

11 71

3614 4 2 1 2 1

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



8 platforms had contributed negative coverage to Dhoom 3



3782 1575 575 467439 324 277 249 243

122

191202 186 178 165

455 256 57 5826 12

5 15 11

67

38 14 2414

2574 18 5 12 1 10 2 1

61

5 3 1


Almost 28401 different contributors had covered Dhoom 3

Contributors detail

Take out 2659 people had contributed negative opinions on Dhoom 3

Contributors Loyalty

Contributor Days

AamirKhanDaily 40

IN_Deals 39

kattoubue 36

tarahbGlebss 36

300CrDhoom3 35

BesaleekA 35

mehdi_nisar1 34

Dhoom_Aamir 33

twtrBOLLYWOOD 33

KatrinaTushar1 33

MeeraThapad 33

katty_rocks 32

Dhoom 3 - Aamir Khan 32

VellaDevil 31

KattyFreakLawyr 30



Content Analysis


0

10000

20000

30000

40000

50000

60000

70000

80000

Peoples reviews drove coverage on Social Media

Content Analysis



Aamir Khan: Reviews garnered maximum articles

14791 Article

38 Days

Marketing Genius

Mr. Perfectionist

Joker

Review65%

Acting10%

Katrina Kaif7%

Celebrity Comments

5%

Tap Dance4%

Promotions

4%

Double Role2%

Blonde Look1%

Merchandise1%

Special Screening

1%

Top 10 Pegs Details


Aamir’s coverage in social media was predominantly led by reviewsof his role/performance in the movie.


4011 Article

39 Days

Barbie doll

Dhoom Gal

Asian Godess

Katrina Kaif: More focused on Movie

Review73%

Merchandise8%

Acrobats5%

Celebrity Comment

s5%

Stills4%

Trailer1%

Comparison1%

YRF1%

Promotions1%

Awards and

Honors1%

Top 10 Pegs Details

Reviews featuring Katrina Kaif ‘s performance/ role dominated hercoverage on social . Interesting her merchandise generated the nexthighest buzz on social media.



1358 Article

36 Days

Junior B

Batman

Abhishek Bachchan: Promotional Activity, negative reviews

YRF55%

Review34%

Aamir Khan9%

Stills1%

Promotions0%

Movie Release

1%

Katrina Kaif0%

Best Wishes

0%Ticket Price0%Branding

0%

Top 10 Pegs Details

AB coverage on Social media was led by promotional events done followed by reviews of his role/performance in the movie.



0%20%40%60%80%

100%

Pre Release Day Post

Content AnalysisPost release it was largely audience comments on review

Pre- Audience Comments Amir, Katrina & Movie

- Song Release: Malang, Title, Kamli

- Contest: BMS Contest, Collect Billa

- Speculation: Collection, Ticket Price

- Distribution: Pakistan, J&K etc

- Marketing: Merchandise, Games

Release Date- Review

- Audience Comments: Amir, Katrina

- Collection

- Contest: Collect billa

- Dhoom Day

- Story line: Double role, Songs

Post

- Audience Comments: Aamir, Katrina

- Review: Movie, Stunt

- Collection: Records, First day, Weekend

- Comparison: The Prestige, HrithikRoshan, Chennai Express

- Contest: Mountain Dew



Twitter handles and hastags: Official #Dhoom3 created maximum buzz for movie

Content Analysis

Dhoom 3

Handles@ YRF: 1162

@Dhoom3themovie: 2588

@Aamir_khan: 7323

@Juniorbachchan: 2581

@Udaychopra: 1800

#Dhoom3: 60851

#Dhoomday: 436

#Malang:1236#Kamli: 559

#Dhoommachale: 572#Dhoomtap: 39

#AmirKhan: 1882#Katrinakaif: 2026

#Abhishekbachchan: 141#Udaychopra: 172

#Jointhechase: 126#dhoom3oncollectivebillia:

121#dhoom3atvox: 232#BMScontest: 692

Official Song Actors Contest



Merchandise and Game

PVR51%

Windows10%

Blackberry10%

VOXPOP10%

Mountain Dew-Pepsi

8%

99Games.com4%

Mattel3%

App Store1%

ICEX1%

Malaysia Airlines1%

Steelbird 0%

Cartamundi0%

Google Play0%

GulfOil0%

Divani0%

Ceat0%

Gulf Oil0%

PVR Association led all brand associated withDhoom 3 in Social Media

This was followed by Windows, Blackberry &Mountain Dew associations



Thank You

40 Days of Dhoom! - Kanalytics 3 Final.pdf · 40 Days of Dhoom! A KANALYTICS Case ... • Despite...

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